目 录
摘要………………………………………………………………………………………………………………… 2
Abstract……………………………………………………………………………………………………………. 3
绪 论……………………………………………………………………………………………………………. 4
一 我国连锁企业扩张的必要性分析…………………………………………………………………….. 5
（一）连锁企业自身的竞争优势…………………………………………………………………….. 5
（二）连锁企业经营是规模经济…………………………………………………………………….. 5
（三）我国连锁企业的扩张可有效抵御外资威胁………………………………………………. 6
二 我国连锁企业扩张的模式……………………………………………………………………………… 6
（一）特许连锁模式……………………………………………………………………………………. 6
（二）直营连锁模式……………………………………………………………………………………. 7
（三）自由连锁模式……………………………………………………………………………………. 7
三 我国连锁企业发展现状及问题分析…………………………………………………………………… 8
（一）发展现状………………………………………………………………………………………….. 8
（二）存在的问题……………………………………………………………………………………….. 9
四、我国连锁企业规模扩张的对策………………………………………………………………………. 10
（一）树立正确的经营理念…………………………………………………………………………. 10
（二）国家要从政策上对连锁企业进行扶持……………………………………………………. 11
（三）要大力发展第三方物流………………………………………………………………………. 11
（四）巩固正规连锁, 积极推进特许连锁和自由连锁……………………………………….. 11
（五）合理规划网点发展战略………………………………………………………………………. 11
（六）开发利用现代信息技术………………………………………………………………………. 12
（七）积极培养专门人才…………………………………………………………………………….. 12
结 论…………………………………………………………………………………………………………….. 13
参考文献………………………………………………………………………………………………………… 14
摘要：随着麦当劳、肯德基、沃尔玛、TNT快递等众多国际跨国连锁巨头在中国的成功，这种以品牌加盟为核心的连锁扩张模式，得到了国内企业的认同，有些企业抓住了机会，以自己独特的核心优势获得了成功，如餐饮业的火锅连锁“小肥羊”和服饰业的美特斯邦威、快递业的申通快递等。连锁经营作为企业发展的形式之一, 得到了很多企业的广泛关注和重点发展, 如何进行连锁企业规模扩张在一定程度上决定着企业经营战略的成败。本文从连锁企业自身优势、自身的规模效应以及外资连锁企业的扩张威胁等三个方面分析了我国连锁企业规模扩张的必要性, 并通过对连锁企业经营扩张的几种典型模式比较, 结合我国连锁企业发展的实际状况, 提出进一步扩张我国连锁企业经营的具体措施，以促进我国连锁经营企业的健康发展。
关键词：连锁经营 扩张模式 对策
Abstract：With the success of McDonald’s, KFC, Wal-Mart, TNT express many of the multinational chain giant in China, such as the core brand to join the chain expansion mode, has been the recognition of domestic enterprises, some enterprises to seize the opportunity to, have been successful in its own unique core strengths, such as food and beverage industry’s hot pot chain Little Sheep “and the fashion industry Metersbonwe, the express delivery industry, the applicant through courier.Chain operations as a form of enterprise development, has been widespread concern and focus on the development of many enterprises and how the success or failure of the chain scale expansion to a certain extent, determine the business strategy. From the chain to its own advantages and own three aspects of scale and the threat of expansion of foreign chains, such as the need for expansion of the scale of China’s chain enterprises, and through several typical mode of expansion on the operation of the chain, combined with China’s chain the actual situation of the enterprise development, further expansion of China’s chain business specific measures to promote the healthy development of China’s chain enterprises.
Keywords: Chain Department ; Operation Mode; Countermeasures
